Culligan Man |
It’s not every day a 75-year-old
company re-defines its brand icon. Water treatment leader Culligan
International is doing just that with an update to its famous “Hey
Culligan Man!” persona. A new website at culligan.com (culligan.ca in
Canada) features a new Culligan Man and is loaded with information on
waterquality and water treatment solutions for homeowners and
businesses. The initiatives cap the company’s 75thanniversary year.
Introduced in 1958, “Hey, Culligan Man!” remains one of the most
recognized advertising slogans and an important link between customers
and the company’s network of over 800 dealers in 90 countries worldwide.
“Culligan products are in over three million homes and consumers
associate ‘Hey Culligan Man!’ with the leader in the water category,”
said Curt Hilliard, Culligan’s Senior Vice President of Marketing. “The
slogan is completely embedded in our culture, but the image of the
Culligan Man was not representing the services our dealers were
performing. Although dealers have it shouted out to them everywhere
they go, from the largest city to the farm, we need to expand what
consumers think about when they say this celebrated phrase.”
Culligan Bottle Water Delivery |
Hilliard added that the update celebrates Culligan dealers for
exactly who they are—highly-skilled professionals. “It syncs how we
picture and talk about the Culligan Man—representing all our dealers,
men and women—with their day-to-day roles as trusted partners and advisers to homeowners and business customers who are looking to become
more educated about the importance and role of water in their lives.
Because water changes community to community and is always a local
issue, whether via a municipal system or a well, ‘Hey Culligan Man!’ is
clearly a call for expertise. Culligan dealers truly are local water
experts—champions for improving water quality for families and
businesses.”
The new website leverages Culligan’s state-of-the-art water expertise
in an educational, resource-rich, interactive environment. The site’s
“Solution Center” helps visitors configure answers to a host of water
questions and problems categorized by touch, taste, smell, appearance or
contaminant.
For example, if a customer is experiencing situations such as dry and
itchy skin, a bitter taste in water, water that smells like rotten
eggs, spots on glasses, or they have a local water supply issue such as
arsenic in water, they can find a solution to address their unique
problems. Information is also available on hundreds of Culligan products
and services,from drinking water systems to water softeners and water
filtration systems,with links to find the local Culligan Man, who is
ready to help.
“Consumers want to be educated on water treatment and now have a
better understanding of their options by visiting the website,”
concluded Hilliard. “And when they need professional treatment options,
they can say ‘Hey, Culligan Man!,’ knowing that phrase gets them
access to a trusted local water professional—backed by Culligan
International—with the knowledge, network and tools to support their
needs.”
About Culligan International: Founded in 1936
by Emmett Culligan, Culligan International is a world leader in
delivering water solutions that will improve the lives of their
customers. The company offers the most technologically-advanced,
state-of-the-art water filtration products, including water softeners,
drinking water systems, whole-house systems and solutions for business.
Culligan’s network of franchise dealers is the largest in the world
with over 800 dealers in 90countries. Many Culligan dealers have
valuable equity in their communities as multi-generational, family
owners of their franchises.
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